Assignment Objective:

The primary goal of this assignment is to provide you with practical experience in conducting thorough research, identifying brands in need of marketing communications support, and analyzing pertinent marketing challenges for real$-$world entities, including brands, celebrities, nonprofits, or social causes. Furthermore, this assignment aims to facilitate your progression in planning out the remaining components of your Tiny Steps, such as Creative Brief, Message Strategy, and Media Mix, culminating in the final project, "Win The Account," wherein you will engage in actual pitching to simulated clients.

It is important to emphasize that this assignment is a collaborative endeavor, designed to encourage group participation and synergy. Peer evaluation forms an integral aspect of this collaborative process and will be conducted after the completion of all group assignments. With a total of $150$ points allocated for peer evaluation, active engagement in this assignment is imperative to maximize its benefits. By actively participating in this exercise, you will not only enhance your individual skillset but also contribute to the development of your leadership and teamwork abilitiesqualities that are invaluable for success in any future professional endeavors.

Engagement and Participation:

Participation in this assignment is crucial to its success and your overall learning experience.

Actively engage with your peers, contribute meaningfully to group discussions, and strive for excellence in your assigned tasks.

By fully immersing yourself in this collaborative process, you will undoubtedly derive maximum value from this exercise and further enrich your academic journey.

Assignment Details:

Brand Selection:

Each group will select a brand, celebrity, nonprofit organization, or social cause for their integrated brand promotion campaign pitch.

The chosen entity should have sufficient background information available for research purposes.

Brand Details:

Provide detailed information about the chosen brand, including:

Name of the brand$/$celebrity$/$nonprofit$/$social cause.

Duration of existence.

Products or services offered.

Specific product or service focus.

Present target audience.

Identified consumer problems and how the product or service addresses these issues.

Marketing Problem Analysis:

Identify a specific marketing problem faced by the chosen brand. Examples may include:

Need for reestablishing a positive attitude.

Reestablishing product differentiation.

Reestablishing brand image.

Crisis management $($e$.$g$.,$ addressing audience upset due to controversy$).$

Provide a comprehensive analysis of the selected marketing problem.

Current Branding Examples:

Submit examples of current branding efforts, including:

Advertising campaigns.

Public relations initiatives.

Integrated brand promotions.

For start$-$ups or new brands without established advertising, provide examples of marketing communication or competing brands in the same industry.

Competitor Analysis:

Identify and analyze the main competitors of the chosen brand.

Evaluate their marketing strategies and positioning in the market. Give examples of their integrated brand promotions.

Ad Agency Formation:

Formulate an ad agency within your group and give it a name.

Specify the services your agency would provide as we saw in the Agency Structure chapters, lecture, and presentation.

Assignment Submission:

Prepare a comprehensive report detailing all aspects mentioned above.

Include supporting materials such as visuals, advertisements, and relevant data.

Submit one report for the entire group in the form of a PowerPoint presentation or a PDF presentation via Canvas by the specified deadline.

Peer Evaluation:

This assignment will include peer evaluation that will be sent out after all the Tiny Steps, and all students in the group must participate.

Each student will evaluate their group members based on their contribution to the assignment. You are also required to make notes of the participation of your teammates so that you can submit them for peer evaluations.

If you face any issues or lack of participation from your teammates, please inform me immediately so that we can address it and make sure they contribute justifiably in the next Tiny Step and Final Project. Let us embark on this journey together, fostering a culture of collaboration, learning, and growth.

Evaluation Criteria:

Clarity and depth of brand information provided.

Analysis of the identified marketing problem.

Creativity and feasibility of the proposed integrated brand promotion campaign.

Quality and relevance of supporting examples and materials.

Overall presentation and adherence to submission guidelines.